BMW pulls back into Hollywood

Six years ago, BMW left the Hollywood entertainment business. Back in 1995, BMW used the James Bond “GoldenEye” movie to generate buzz around the launch …

Six years ago, BMW left the Hollywood entertainment business. Back in 1995, BMW used the James Bond “GoldenEye” movie to generate buzz around the launch of the Z3 roadster. Pierce Brosnan’ 007 character jumped over to the BMW side after driving the usual Aston Martin.

In Tomorrow Never Dies, the fierce agent drives the BMW 750i and the Z8 supercar in The World Is Not Enough. In 2001, a series of films featuring Clive Owen, The Hire, and directed by important Hollywood figures, steal the thunder again for BMW. A few other deals to feature BMWs in “Alias” were struck in 2005. Even more recently, a 2009 BMW Z4 was used in Michael Douglas’s upcoming thriller Solitary Man.

Yet on the large screen, BMWs are mostly no longer the hero cars. But BMW now wants to return and have recently hired the Propaganda GEM company as its global entertainment marketing agency of record. The entertainment marketing agency represents such brands as Audi, Lamborghini, Nokia, Panasonic, Bulgari, Bang & Olufsen and Casio.

Propaganda is ending its 13-year relationship with Audi and the end of this year after successfully placed Audi models in some of the biggest films in the past few years: “I, Robot” or the “Iron Man” franchise.

“For us, it was a matter of new challenges and looking to do things differently,” said Ruben Igielko-Herrlich, Propaganda GEM’s founding partner and co-president of the decision to end its deal with Audi. BMW “has a great understanding of the space. They have experience, but being a leader means you need to continue to innovate and explore new ground or you lose your leadership position.”

With the recent pull out of the Formula One racing championship, BMW’s marketing budget sees a boost and it plans to funnel some of the money back into entertainment after sponsoring the 2012 Summer Olympics in London.

We’re looking forward to seeing the new 5 Series and some upcoming BMW supercars in future motion pictures.